Stay Ahead of the Curve: Conducting a Competitive Web Content Analysis
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In order to make informed decisions about your website, you need an understanding of what content you have and whether or not it’s any good. Hello, content audit! But how do you know if your findings are appropriate, if your recommendations will work, and if your new-and-improved content will put you ahead of the competition? Hello, competitive analysis! A competitive analysis of web content is an assessment of competing websites based on your content goals. In this session, learn how to evaluate what web elements work well for other higher ed institutions, what problems you want to avoid, and how you can innovate. There are many examples of great content in higher ed, but there are likely more examples of poor quality content. A competitive analysis will help you stay on the winning side.
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Stay Ahead of the Curve: Conducting a Competitive Web Content Analysis
- 1. Conducting a Competitive Web Content Analysis Rick Allen @epublishmedia Content Strategy Summit #CSsummit Stay Ahead of the Curve: Conducting a Competitive Web Content Analysis Meet Content Rick Allen @epublishmedia HighEdWeb 2013 #heweb13 #MCS9
- 2. Hi, I’m Rick. 2 #heweb13 • @epublishmedia
- 4. Why our websites are “blah” Some disturbing photos A little talk about process Lots of examples! (And more photos!) How to be awesome 4 What’s on tap? #heweb13 • @epublishmedia
- 6. 6 outdated
- 15. 15 outdated not modern static, stale overwhelming cluttered frustrating unintuitive fragmented ordinary “Meh. It’s not doing any harm.”
- 17. blah A word commonly used to describe an emotional state in which the person feels a sense of having no hope; usually during a deep depression. #heweb13 • @epublishmedia Source: Urban Dictionary
- 18. booya “Bam!”, “in your face”, and “hell yeah”, all at the same time. #heweb13 • @epublishmedia Source: Urban Dictionary
- 19. 19
- 20. 20 Less like...
- 21. 21 Clarity and Readability Scorecard More like... Low 31% Medium 58% High 11%
- 24. Is content findable? 24 Is content accurate? Is content on-brand? Is content useful? Is content usable?
- 25. You don’t know your web content until you audit it.
- 27. 27 Understanding content solutions #heweb13 • @epublishmedia
- 29. A competitive analysis of web content is an assessment of competing websites based on your content goals.
- 30. 30 Benefits of a competitive content analysis #heweb13 • @epublishmedia
- 32. http://www.mtv.co.uk/news/liam-hemsworth/391643-liam-hemsworth-miley-cyrus-elton-john-crush-ellen
- 33. Identify content assessment gaps http://www.flickr.com/photos/limaoscarjuliet/3305886294/
- 35. Better illustrate content problems http://www.flickr.com/photos/carlos_lorenzo/2822368885/
- 37. Keep your finger on the pulse http://www.flickr.com/photos/azugaldia/7457645618/
- 43. Do better!
- 44. 44 How to plan for a competitive content analysis #heweb13 • @epublishmedia
- 45. 45 How to plan for a competitive content analysis #heweb13 • @epublishmedia 1. Chose your focus
- 46. 46 How to plan for a competitive content analysis #heweb13 • @epublishmedia 1. Chose your focus 2. Define analysis criteria
- 47. 47 How to plan for a competitive content analysis #heweb13 • @epublishmedia 1. Chose your focus 2. Define analysis criteria 3. Identify your competition
- 48. 48 1. Choose your focus #heweb13 • @epublishmedia Branding & communication Findability & information architecture Readability & usability
- 49. 49 2. Define competitive analysis criteria #heweb13 • @epublishmedia Content organization and navigation Site search Labeling and taxonomy On-page content hierarchy User task completion Readability Findabilty Brand messaging Content topics Content types Content delivery channels
- 50. 50 What competing organizations have overlapping applications with your institution? What competing websites are successful? Which do a great job with content? What competing organizations have similar visitor demographics as your institution? 3. Identify your competition
- 51. Keep your finger on the pulse http://www.flickr.com/photos/riacale/25509892/ What about assessing websites outside of higher ed?
- 52. 1. Competitor one 2. Competitor two 3. Competitor three 4. Competitor four 5. Competitor five 6. Competitor six 52 Create a short list of competitors #heweb13 • @epublishmedia
- 53. 53 #heweb13 • @epublishmedia 1. Primary navigation 2. On-page content hierarchy 3. Links and labels 4. Site search A sample competitive content analysis criteria (IA focus)
- 55. 55 #5
- 56. 56 #4
- 57. 57 #3
- 58. 58 #2
- 59. 59 #1
- 60. Blah or booya?
- 61. 61 Primary Navigation #heweb13 • @epublishmedia Is the site easy to navigate, or would a newcomer get lost? Are the menus consistent and accessible from every page?
- 62. 62 Univ. of Iowa Univ. of California Univ. of Illinois West Virginia Univ. Syracuse Univ. Academics Academics About Us Undergraduate Admissions Research Administration Academics Graduate Current Students Arts Admissions Arts & Culture Global Faculty and Staff Athletics Athletics Athletics Current Students Alumni and Friends Health Care Libraries International Faculty Parents and Families Libraries Our Campus Library Staff SU Home Diversity Research Public Engagement Alumni About SU [+9] Research [+2] [+5] Primary Navigation
- 63. 63
- 64. 64 • Audience-based navigation • No direct links to topical content for external audiences • It’s unclear “Future Students” is not a link Primary Navigation
- 65. 65
- 66. 66 • Three-tier navigation scheme confuses information hierarchy • “Where should I start?” • Direct links provide easy-access to lower- level topic pages Primary Navigation
- 67. 67 On-Page Content Hierarchy #heweb13 • @epublishmedia Does on-page content organization enhance findability and user comprehension or cause confusion?
- 68. 68
- 69. 69 On-Page Content Hierarchy • Clear, bold headers • Headers help organize and prioritize information • Fuzzy image is not clearly relevant • “Graduate Application Demo” is easily overlooked
- 70. 70
- 71. 71 On-Page Content Hierarchy • Headers don’t relate to page title • Top content appears irrelevant • Irrelevant images confuse information hierarchy—what information is most important and what will I find here? • Unclear next steps
- 72. 72 Labels and Links #heweb13 • @epublishmedia Are labels on section headers and content groupings easy to understand? Are links easy to distinguish from each other? Or, are they ambiguous and uninformative (e.g., "click here")?
- 73. 73
- 74. 74 Labels and Links • Clear subheads, such as “Ready to Apply?” guide prospective students • Inline links, such as "application instructions," clearly describe the purpose and function of the destination page • Sidebar links, such as “Videos,” lack context and are not clearly relevant
- 75. 75
- 76. 76 Labels and Links • Headers "Dean," "Quick Links," and "Other Helpful Links" do not describe the purpose and value of content • Confusing labels and location of admissions content • Inline link text such as "PDF Flyer" does not adequately describe the destination page
- 77. 77 Site Search #heweb13 • @epublishmedia Is the search engine easy to use? Are search results well organized and easy to understand? Are search results relevant?
- 78. 78
- 79. 79 Site Search • Irrelevant search results • Duplicate page titles
- 80. 80
- 81. 81 Site search • Search results are relevant and well- organized • Clear link text and descriptions of destination pages
- 82. 82 Another look: Branding and messaging
- 83. 83 Less like...
- 84. Inviting, human, helpful. 84 More like...
- 85. Blah or booya?
- 86. 86
- 87. 87 It is my pleasure to welcome you to Fordham Law. I invite you to learn about the many accomplishments of the Law School community through this website. You will also find information about the School's groundbreaking centers and institutes, our distinguished faculty, and Fordham Law's distinct approach of teaching law to the next leaders in the legal profession.
- 88. 88
- 89. 89 As befits the youngest top law school in the nation, UCLA School of Law has always been—and remains—at the forefront of educational innovation. At the heart of our approach to the teaching of law is the recognition that we are first and foremost training legal professionals.
- 90. 90
- 91. 91 "First principles" matter to me. Whether in the law, in one's faith or in one's personal and professional conduct, the ever-present construct of first principles must guide us in life's many endeavors. It was so for me as a judge. It is so for me as a dean of Pepperdine University School of Law.
- 95. 95 Competitive Analysis Rankings Website 1 Website 2 Website 3 Website 4 Website 5 Primary Navigation High Medium Medium High Low Secondary Navigation Low Medium High High Low Content Hierarchy Medium Medium Medium Medium Low Labeling and Taxonomy Medium High High Medium Low Site Search Low Low High Medium High
- 96. Identify themes 96 #heweb13 • @epublishmedia
- 104. 104 content hierarchy context consistency readability findability wayfinding jargon communication
- 108. Illustrate content problems 108 #heweb13 • @epublishmedia
- 109. Voice and ToneVoice and Tone Inviting, HelpfulInviting, Helpful Less like... Our mission is making sure you have access to a quality academic and student experience …
- 110. Voice and ToneVoice and Tone Inviting, HelpfulInviting, Helpful Less like... Our mission is making sure you have access to a quality academic and student experience … More like... We're here to help you reach your academic and career goals …
- 111. Plan next steps 111 #heweb13 • @epublishmedia
- 112. 112 The problem
- 113. 113 The problem
- 114. 114 The problem The solution
- 115. Rick Allen @epublishmedia Thank you! #heweb13 • @epublishmedia